Portfolio

Examples of My Work

Here are select examples of my work including the planning and execution of integrated, full-funnel campaigns, campaign content assets, webinars, sales enablement tools, product videos, events/tradeshows and more.

INTEGRATED MARKETING CAMPAIGNS


Planned and executed the Thomson Reuters CLEAR Investigative & Risk Management campaign targeting financial institutions in the U.S. This campaign was an always-on, full-funnel marketing approach to reach our potential audience throughout the buyer's journey - from awareness, consideration and conversion. This strategy enabled the team to promote the messaging and content across multiple channels, and to consistently be visible in the market.  


I collaborated with the Marketing Content team to deliver new content such as a financial crimes video series, white papers, monthly eNewsletter content, monthly webinars, and numerous blog posts and articles.

I also partnered with third party associations and publications to co-sponsor webinars and events; host valuable content; provide subject matter experts for podcasts and guest articles; and execute display ads and email blasts to their subscribers. These industry partnerships enabled us to get in front of our target audience, build trust, and solidify that our solution is a viable tool for them to use in their risk management and fraud prevention programs. 


CAMPAIGN SUCCESS:

ACCOUNT BASED MARKETING

For targeted Account Based Marketing campaigns  the goal is to build stronger relationships with these high-value accounts by providing a personalized experience with unique touchpoints. Here are a few samples of direct mail pieces I created that made a big impact and reinforced our brand.

SALES ENABLEMENT TOOLS

Here are a few samples of sales enablement kits I created for new product/program launches. The kits contained all internal and external sales material pertaining to the product launch. These were often distributed at the Sales Kick Off meetings.

COLLATERAL 

Here are a few samples of product sell sheets that I have created.  I wrote the copy and collaborated with the Creative Team  to source imagery and layout the pieces in branded templates.

WEBINARS

I have planned and executed countless thought-leadership and product webinars using various webinar platforms such as On24, Go-to-Webinar and Zoom. My project management skills and attention to detail ensured the webinars were well executed and included both pre- and post-event marketing campaigns.

VIDEO PRODUCTION

This 30-second video ad was part of a larger campaign promoting the Caseware OnPoint Audit & Assurance Solution. I wrote the script and provided creative direction to the Creative Team. This video was used on our campaign landing page, Google/Youtube ads, tradeshow looping video content, and virtual industry events.

CAMPAIGN CONTENT & ASSETS

When executing a full funnel integrated campaign I create messaging at the Top of the Funnel (thought leadership) and drive the audience to Middle of the Funnel (problem identification) and then Bottom of the Funnel (solution offrering), all the while tracking impressions, clicks, and conversions from Display, Social and Search ads, and optimizing landing pages when needed.

Identifying and creating valuable content for integrated campaigns at different stages in the buyer's journey is key for success. This infographic was used as a carousel ad on LinkedIn, resulting in the highest performing post for the entire year. 

I create multiple versions of social and display ads to run in a rotation so as not to create ad fatigue with our target audience. We test which ad performs the best and optimize the campaign based on the data.

This display ad was used on a 3rd party industry site as a "Pop Up" Ad. I provided the content and design direction for the ad. This ad performed 3 times better than a static display ad, and  resulted in several demo requests.

EVENT MANAGEMENT

In June 2022 I was the lead project manager for planning and executing  Caseware's sponsorship of the 2022 AICPA ENGAGE Conference -  the largest event for auditing and accounting professionals in the U.S.  This event required close collaborate across sales, product, demand generation marketing, brand marketing, ELT/SLT, and third party partners and vendors to ensure we met our deliverables on time and within budget.  We exceeded our goals of promoting our new brand, increasing booth traffic, number of sales demos held, and marketing qualified leads (MQLs).

To increase booth traffic we created a 'room drop' item for all guests which included a gift wrapped "Welcome Kit" containing a poker chip (the event was in Las Vegas) to be used for a free spin on our light-up prize wheel. We had thousands of dollars worth of prizes, but one of the most popular prize items was a $3 pair of multi-colored, light-up sun glasses. They were a huge hit! 

The leadership team was impressed with my creativity, and thinking outside the box to execute this event in a big way.  The amount of traffic we encountered in our booth far exceeded our goals of conducted demos and leads generated.